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I have been championing point 7 and 10 from the ideas section for such a long time, I really believe that even where you may come into a competitive market with your brand, you shouldnt ignore the fact to readers and visitors that there are other brands out there or indeed other sources of information. Nothing quite like endorsing your fellow competitor, as long as there isnt a hyperlink to their site obviously.

I have used Adwords to advertise content in the past and worked really well, much higher reponse rates than leading the visitor to a transactional page. I agree that the mindset of a high percentage of visitors comign through that channel are purchase/conversion focus but if they dont get the answer on the page where they land then its a bounce. It is a tricky one to get right, but there are so many "content angles" out there that we should be utilising within PPC instead of trying to use organic all the time.